Shops have gotta know and trust their customers and vice versa. I lived in SE Wisconsin for two years, and accidentally found probably the best gun shop/dealer I've ever dealt with. Dam Road Gun Shop, in Delavan. Priced their guns, new and used, fairly.
They were NEVER the cheapest on new guns. Used gun prices were fair, and reflected what he had in them. They stood behind every gun they sold, new and used, shared great knowledge, and were the nicest folks in the world to deal with.
I got some fair, good, and amazing deals at that shop. I bought about 8 guns from them, had about 4 transferred in ($25 to process) and sold 4 on consignment (10%). I think I was a good customer, but I was probably average for them. They are a small shop in a small farming community, but everytime I went in there, there were 4-10 customers buying, trying, ordering, picking up.
I bought a new stainless T/C Encore muzzleloader at the end of deer season in 2001. I kept it in original box in guest room closet. In April, found I was being transferred to PA (muzzleloading is flintlock only). They took the Encore in on trade at full value, knowing I would be moving away in a few months.
That's the kind of shop and people that will get my business every time, every day. They treat their customers as long term investments, not just a quick transaction.